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Close your eyes. Lets dream.

In this dream, we jump twenty years into the future. We see food that are molecularly decompressed and re-hydrated with a single drop of water, skyscrapers reaching over two hundred floors or gigantic structures housing an entire city, and cars that not only already run on a cheap type of gas, but can also fly. Sweet.

In this dream, Search Engines and their Algos (Algorithms) have tremendously evolved¦ in this dream, they already know how to understand the stuff we write.

The early 2000s saw Search Engine and Internet Marketers devaluate the concept of stuffing web copies with the keywords they would like to compete for. More and more websites have found themselves being found through low-competitive search terms or simply words that they didnt actually optimized themselves for.

In this dream, however, the Search Engines have also fully integrated Latent Semantic Indexing (LSI). (For the uninformed, LSI is a type of indexing where Search Engines do their usual word-weight distribution when releasing query matches but pays higher importance to co-occurrences when indexing for true Link Authority.) SEOs were actually able to come up with the scientific art of preparing LSI-friendly documents and both factors transformed the world of Search into a whole new different (ultra modern and uber mathematical) ball game.

For some reason, you feel very old within the dream. Here you are, you keyword-dense writer who makes sure to put your keywords at the beginning or end of all your sentences. Here you are, the keyword-dense writer who never cares for the opinion of your readers about how you present your information to them, who never thinks about visitors clicking on the Back button immediately as long as you get the traffic. After all, thats everything you promise to your clients, right?

The panorama of ten times more modern things scares you. The dream suddenly starts seeming like a nightmare. You wish to wake up immediately so you can go back to your old ways and continue earning money.

Okay then, lets wake up.

Here we are! You can breathe a sigh of relief now because Latent Semantic Indexing simply cannot be considered as Search Engine Algorithms’ final destination today. Were very lucky. It is still inescapable that we need to somehow indicate our keywords within our copies because thats the only guaranteed way that Search Engine bots and spiders will find us and let us be found for the items we sell or the services we offer “ and it will probably be this way for more years to come unless searching stops being about words. But because of your dream, perhaps you can finally wake up to the fact that SEO Copywriting will evolve, maybe at a very slow pace but it will. Search Engines will require more from us, may even be able to determine if were deceiving them and our readers, and worse, punish us for it.

Make a difference. LSI may have yet to truly impact us, but that doesnt mean we stop or never begin to please our fellow humans. After all, it is already an established concept that topical relevance holds more power in the aspect of link building than being associated with just anyone. That quality content is KING. So now, make packaging your QUEEN.

As we continue dishing out primers and introductions to the major components of Internet Marketing, please allow us to share with you our two cents in doing Web Copywriting.
Perhaps the biggest guiding principle when it comes to writing for the web is user compatibility “ internet-savvy people would rarely read through a website’s content in the same way that they read books or printed articles. The general perception/observation around is that Internet users would only scan a copy, look for any word that would make them feel that they need or have to know more what is written about, then jump off to another website when the copy fails to create that interest.
Having said the above, we have put together a list of Do’s and Dont’s that we feel will be of tremendous help to writers out there in preparing their keyboards to catch their fingers a million times.

1. Brand your subject well. Writing web content may require you to satisfy two sets of customers: the client and the consumer. Before you type your first letter, it is best that you are already familiar with your subject’s personality, marketing strength, and voice.
2. Know what you’re writing and why you are writing for it. Writing for the web isn’t only about knowing how to write well. Being a writer also demands for you to be capable of quickly picking things up rather than just being good at writing. Don’t be stubborn about your style. When you’re optimizing a copy, don’t write as if your article is going to be published on Vogue or GQ.
3. Strive for uniqueness. Take time in building the content. Try to start new whenever you write even if it feels like you’ve been doing the same thing forever. Going back to the first tip, reading through your marketing inputs over and over can help you turn that invisible light bulb on “ resulting to fresh-looking and unique-sounding copies each and every time.
4. Content clarity. Write as if you’re targeting a person who does not have any inkling about your subject. Develop your copy in a manner that will be understood by just about anyone who might stumble upon the site you’re working on/with. Be succinct and be concise. A message that can be conveyed across with a single line doesn’t have to drone for five long ones.
5. The psychological word library. Especially for a project that includes a handful of clients all thriving on the same industry, there will be a tendency for your copies to mirror each other in word variation, style, and sentence length. Don’t allow yourself to cultivate a word library inside your mind “that will make your copies hardly original. The synonyms tip on Word was put there for a reason.
6. Satisfaction. Do not satisfy only yourself when writing. You’d be amazed at how people will actually react to your copy regardless if you worked long hours in building it. It is also noble to do layman’s terminology beyond jargons; not all people will know the meaning of “edifices” or “heuristics” just because you do.
Writing on and for the Web isn’t that hard; you just need to set your goals and not veer away from them once you do.